As technology is increasingly making everyday life easier, it’s also transforming the casino and gaming guest experience. While the gaming industry has always been a 24/7 business, more casinos are turning to digital technology to personalize and enhance the guest experience around the clock.
Hospitality Technology magazine says, “The goal of guest technology should be to allow guests to ‘craft’ their own experience, utilizing technology where, when, and how they want to incorporate it into their experience.” Here are the top trends casinos can incorporate into their guests’ gaming experience.
Face Recognition ID
Casinos are beginning to utilize facial recognition technology as both a security measure and as a way to improve guest experience. As guests enter the casino, the technology snaps a picture and analyzes it to identify suspicious characters and known high-rollers. This allows the casino to know who to look out for and who to cater to. The Star Casino in Sydney, Australia, for example, recently announced plans to incorporate facial recognition technology into their customer service as a way to “recognize customers and welcome them back personally, telling them their favorite drink is waiting at the bar.”
To improve guests’ around-the-clock experiences, casinos are increasingly utilizing artificial intelligence in the form of chatbots. The Cosmopolitan of Las Vegas, for example, recently introduced Rose, a flirty SMS chatbot with a sense of humor. When guests check into the hotel, a front desk representative gives them a card with her number that reads, “Text me. I am the answer to the question that you never asked,” prompting guests to text the number for anything they might need during their stay. Additionally, Rose will also play games like “Kiss Marry Diss,” “Would You Rather,” and “Two Truths and a Lie” to keep guests entertained.
AI chatbots are proving to work well for casinos and resorts. Caesars Entertainment’s Ivy is a similar SMS chatbot that surveys guests during their stay to allow for quick recovery as needed. Hospitality Technology reports that guests who engage with the Ivy chatbot rate their experience an average of five points higher than guests who choose not to engage with the bot.
While everyone goes to the casino with high hopes of coming out a winner, the odds can be slim for some. To create more opportunities for guests to win big, casinos are creating loyalty rewards through mobile apps. In Detroit, for example, Greektown Casino-Hotel’s rewards app allows guests to use their smartphone for any transaction involving the loyalty program. Guests can scan their virtual players card from their phone during table game play, at the promotional kiosks, and more to give guests more chances to earn rewards and redeem points at the casino.
Internet of Things
The Internet of Things (IoT) are physical devices like wristbands and smartcards that can connect a casino’s network. Using these devices, gamblers are able to have a frictionless gaming experience as they play games and make purchases. For example, in the south of France, the Pleinair Casino uses a smartcard with a fingerprint sensor that allows guests to securely make or receive payments, redeem loyalty rewards, and gain access to VIP areas without the hassle of typing logins and passwords or showing identification.
Mobile apps and tablets are helping casino resorts ensure guests never have to lift a finger during their stay. Well, almost. With a touch of a button, guests can control curtains, climate, lighting, “Do Not Disturb” notification, reserve a lounge chair at the pool, and more. On some apps, guest “scenes” can even be created to set a mood or arrange your wake up, which will open curtains and turn on lights. The Del Lago Resort & Casino in upstate New York, for example, employs ICEbedside tablets, which are strategically located on night stands and allow guests to perform virtually any task right from the comfort of their bed.
Evaluate Your Guest Experiences
From mobile apps to artificial intelligence to the Internet of Things, it’s never been easier for gamblers to check point balances, “card in,” and even connect to gaming machines on the casino floor. As you evaluate the technology at your casino, it’s important to make sure it’s creating the right experiences for your guests.
HS Brands is the global leader in gaming guest experience evaluations. Our comprehensive services go beyond guest experience evaluations and mystery shops offering auditing, regulatory inspections, and integrity checks to meet your goals and best protect your brand. Contact HS Brands today to see how we can improve guest experience for your casino or gaming business.